Discovering an Employer Branding: Identifying Dimensions of Employer’s Attractiveness in University
Discovering an Employer Branding: Identifying Dimensions of Employer’s Attractiveness in University

Summary/Abstract: This paper provides a conceptualization and operationalization of employer/organizational attractiveness and employer branding constructs. Development of the university employer brand, specifically value proposition has been approached through qualitative research identifying dimensions of the university’s organizational attractiveness. Eventually, a 12-dimensional questionnaire of 74 items was prepared and psychometric tests of validity have indicated its face and content validity. Straipsnyje konceptualizuojami ir operacionalizuojami darbdavio/organizacinio patrauklumo ir darbdavio ženklodaros konstruktai. Siekiant vystyti universiteto darbdavio ženklodarą, konkrečiai vertės pasiūlymą, autoriai pateikia atliktą kokybinį universiteto organizacinio patrauklumo dimensijų identifikavimo tyrimą bei jo rezultatą – dimensijų ir 74 klausimų psichometriniais testais patvirtintą darbdavio patrauklumo vertinimo klausimyną.

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